The LEGO Group wanted to create and deliver the future look of online shopping that could easily be adopted by retailers via a global framework called ‘Next Generation E-Commerce’ (NGE). Objectives were to: deliver a consistent brand footprint across online retail, improve conversion, eliminate redundant processes and represent the LEGO brand online as strongly as in store. The Group started with shopper testing and trials with major retail partners before starting work on creating a consistent brand footprint. Primary colours and the inclusion of LEGO Minifigures added personality and fun to the website. Next, they optimised usability by simplifying navigation, adding clear shopper guidance, refined filters and optimised search content. Retailers implementing NGE have seen sales revenue increase by 45%. The LEGO Group homepage has moved up the search engine results pages from 18th to 8th, while 96% of those asked said the visuals meant the landing page either ‘felt like ‘or ‘felt very much like a LEGO page’.